TASK

In Dec 2021, PLUG was tasked to launch Hong Kong’s first and APAC’s largest Concept Store for The North Face at K11 Art Mall. This is the first TNF store in Hong Kong that merges Mountain Sports and Lifestyle and Urban Exploration collections. We wanted to utilise this launch to reinforce the brand’s positioning and educate media and KOLs about TNF’s brand pillars while highlighting the latest FW21 collections.

EXECUTION

PLUG hosted a media and KOL store launch event at the new Concept Store at K11 Art Mall. Led by the VP, Head of Marketing and Head of Product at TNF, guests were taken on a tour from on- to off-mountain as they learned about the brand’s founding principles and the key product highlights. Renowned HK trail runner Wong Ho Chung made an appearance to share his personal experience with TNF.

The event concluded with a mini workshop where media/KOLs created their own aroma stone in the shape of the Half Dome mountain, which is what the TNF brand logo stands for. The stone also features the coordinates of K11 Art Mall, making it a keepsake to commemorate the launch event. PLUG collaborated with stylists to create a winter theme in-store, offering IG spots for guests. Artist Peter Yuill was also present at the event to complete his mural which depicts the cliffs at Ngan Wan where he ventures out to explore.

RESULTS

PLUG secured a total of 44 media and KOLs on event day, including key journalists from top publications across fashion, lifestyle and sports. We generated a total of 105 pieces of social media and online coverage and over 7.8M+ impressions in just 5 days.